Bottled water consumption increasing

Findings from Roy Morgan Research have indicated that in 2015, 5.3 million Australians drank bottled water in any given seven days – an increase from 4.9 million the year before.

The most popular bottled water brand was Mount Franklin, which was consumed by 40 per cent of all surveyed bottled-water drinkers in an average seven days. Coles Natural Spring Water was the second most consumed, at 14 per cent, followed by Pump Pure Water at 12.8 per cent.

Women (29.7 per cent) are more likely than men (24.5 per cent) to consume bottled water in an average seven days, with those aged under 50 far more likely than older Australians to drink bottled water.

The leading state for the consumption of bottled water in any given seven days was WA (30.2 per cent of respondents), followed by NSW (29 per cent), while Tasmanians were below-average consumers at 22.3 per cent.

Roy Morgan Research General Manager Consumer Products Andrew Price said the widely-consumed bottled-water brands evoked nature and purity.

“Selling something we can drink from the tap for free is a pretty big ask, but by emphasising the natural and untouched quality of the water, these brands are implying that they’re better for the consumer than tap water,” he said. “The challenge for brands in such a crowded market is to stand out on a shelf full of blue plastic bottles with similar labels and virtually indistinguishable contents.”

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